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Social Media Overview and Strategy For NGOs
Social Media: Overview and Strategies for NGOs provides guidance on developing an effective social media strategy for non-profit organizations. It discusses key concepts like social networks versus social media, different social media platforms, developing objectives and identifying target audiences. It also outlines steps to develop a listening strategy using keywords, tools like Google Reader and Twitter search. The document emphasizes the importance of engagement, adding value, and providing metrics to measure success.
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Social Media Overview and Strategy For NGOs
- 1. Social Media: Overview andStrategies for NGOs Gregory Heller Partner & Strategist CivicActions twitter @gregoryheller
- 2. Agenda What is “SocialMedia” Why it is important to NGOs How to develop a Strategy Measuring Success
- 3. What Is It? SocialNetworks and Social Media are not the same! photo credit: flickr :: muffet flickr :: Andrew Mason
- 4. Social Networks Social Networksare the connections people make with one another. Technology empowers this through websites like Facebook, Twitter, Flickr and countless others. photo credit: flickr :: kentbye
- 5. Social Media Social mediais online content created by people and shared over social networks. photo credit: Library of Congress
- 6. The Big Picture Social media is fundamentally changing the way humans connect and share information and ideas. It is also YAPS (Yet Another Paradigm Shift) in communications. From a one-to-many mode of communication to a many-to-many mode. This is unique and unprecedented.
- 7. Social Media Is... Connection, Conversationand Contribution through: Sharing Participation Authenticity Adding Value “"The Conversation Prism" Brian Solis & Jess3”
- 8. Why Is ItImportant This is the direction internet communication is headed Your networks are there: other organizations, donors, board members, etc... People are talking behind your back! the conversation is happening with or without you Increasingly people are searching there
- 9. Modes of SocialMedia Microblogging Social Bookmarking Media Sharing
- 10. Microblogging Frequent Status Updates Links sites news videos Breaking News Rapid Contemporaneous Conversation
- 11. Microblogging Short: Constrained length (Twitter 140 characters) People “follow” you, you “follow” people Public conversation with other users
- 12. Social Bookmarking People share their bookmarks Easy to see what's interesting to people See how other people “Tag” the same pages (we'll talk about Keyword Research in a minute!) delicious bookmarks & notes (reader)
- 13.
- 14. One way ithappens... Share This/Service Links on websites
- 15. Photo Sharing Flickr – share photos with friends and strangers tag photos to be easily findable add them to “groups” Post comments, and discussions license them under Creative Commons 2.5~3 million new photos each day, over 3 billion in total Facebook – increasingly used for photo sharing post to “wall” or albums Tag and Comment More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook daily.
- 16. Video Sharing YouTube –Videos, Video responses, comments, rating, favorites YouTube is the #2 Search engine in the World 20 hours of video uploaded to YouTube every minute Others: Vimeo, Revver, blip.tv uStream.tv for live streaming
- 17. Examples of NGO's Using Social Media
- 18. Social Media Strategyexample: Photo Petition
- 19. Social Media Strategyexample: Photo “Contest”
- 20. Social Media Strategyexample: Using Video to Connect Oxfam used a YouTube video first to introduce their campaign against Starbucks and then to present a “Thank You” from the people Oxfam Supporters helped.
- 21. Social Media Strategyexample: YouTube Video Campaign
- 22. Using Twitter Promotion Invitation, Engagement, Audience Building Petition
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- 26. Developing A StrategyOf Your Own.
- 27. Developing a Strategy Stop. Look. Listen. Don't rush in without a plan. Photo Credits: flickr ::Peter Kaminski ::law_keven ::law_keven
- 28. Stop: Develop APlan P.O.S.T. Framework (Groundswell, Forrester Research) People: Identify your audience Objectives: Identify your objectives Strategy: Develop a strategy Technology: Identify the right tools/sites
- 29. Look Conduct Preliminary Research What are other orgs like yours using/doing Where is your audience Who are the important/connected people What are the keywords
- 30. People & Demographics Whereis your target audience? What sites do they use? Consult the research: Pew Internet (http://pewinternet.org/) Nielsen Ratings
- 31. Listen Developing a ListeningStrategy is essential Where to listen Google News and Blog search, Technorati, Twitter How to listen feed readers (Google reader, Bloglines) When & how to respond Comment, Blog post, Tweet, letter to the editor, op-ed
- 32. Ready? photo credit: flickr:: Jon Marshall
- 33. Listen Listening Strategy Essentials: Keywords Listening tools (Google Reader, Twitter search) Schedule time to listen Revise searches as necessary!
- 34. Keywords... And why they'reimportant: Search. What your audience searches Keywords determine relevancy Relevancy determines findability
- 35. Keywords... And how tofind them: Look at “competitors” Brainstorm with your staff, members, audience Google Trends (http://www.google.com/trends) Ask for help/feedback from others On Twitter, or Facebook for example Delicious
- 36. Finding Keywords Use Deliciousto see tags used by others
- 37. Get Connected Go where your audience is Facebook MySpace LinkedIn WiserEarth Ning (many social networks) Twitter YouTube Participate, Engage, Contribute Build and use social capital. You can't save it.
- 38. Get Connected Make a commitment to “be there” On Facebook: create a “page” not a group. Start with everyone in your organization Grow from there, use blog, website, Twitter Don't attempt “action” until you have Critical Mass Take the Long View
- 39.
- 40. Google Reader Leverage yourlistening, use Google Reader to share
- 41. Listening Tools: Twitter Search Search for Keywords, Look at Trending Topics
- 42. Join the conversation You know who is talking You know what they are talking about You know where they are talking Assign staff resources Make time in the schedule Check in to make sure it is happening
- 43. Microblogging Find interesting people/companies and follow them Post regularly: “What has your attention?” Links to your blog, but be sure to provide context Links to other interesting articles, sites, etc... “re-tweet” interesting/useful posts reply to the people you follow don't post many times in a row Provide value to the people who follow you
- 44. Find People ToFollow WeFollow.com allows Twitter users to “tag” themselves for others to find. MrTweet.com makes recommendations
- 45. Search & HashTags
- 46. Blogging & Comments Find your voice Establish a schedule Respond to Comments on your blog Link to other blogs and sites Join conversation on existing blogs Always Add Value!
- 47. Adding Value Know youraudience, understand what they will find interesting and useful. Give it to them. Provide unique insight Share “privileged” information
- 48.
- 49. Measuring Success Followers, friends, subscribers Links, retweets, mentions Facebook “Insights” Views, Favorites, Ratings Numbers are useful, but don't tell the whole story
- 50. Tools For Measurement Google Analytics twitter.grader.com, twinfluence.com, twitalyzer.com Facebook Insights YouTube Insight
- 51. Google Analytics Specifically Look at your “Referring Sites” report. Look for specific Social Media sites. Measure their increase correlated with your use of tools.
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- 55. YouTube Insight Insight showsstats on all of YOUR videos.
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- 57. Notes and Resources Visit Our Website: http://CivicActions.com/social-media
Editor's Notes
- #4 Social networks are where people go to connect with other people. Social media is often the product of those connections: the shared comments, photos, videos that those people create. Social media can exist outside of a “social networking” site like Facebook. Blogs and comments constitute social media, for example, though they do not necessarily exist inside a social network.
- #5 Social networks are the connections between people. Websites that let people connect with each other. facebook has over 200 million users. It would be the 4 th largest country. 35% of online adults have a social networking profile, and many have more than one (on different networks)
- #6 The “networks” are not always “social networking sites”, though they may exhibit some characteristics of social networking.
- #7 In may about 70 million people visit facebook each month, same for myspace. 17 million visited twitter in may people trust recommendations from friends more than advertising. top search hits for many consumer products are user generated content, not manufacturer marketing materials. people can post content from anywhere via mobile devises, and reach hundreds, if not thousands of people instantly.
- #8 without the “connections” social media is really just media. But beyond that there is a shift in tone that opens space up for conversation. I press release probably doesn't generate much “conversation” online, while a blog post, or a short video might garner a multitude of comments. A tweet may be replied to, or forwarded. The barrier to such action is VERY low. The social media sphere is really a no spin zone. Authenticity rules the day. It is important that you are seen as adding value to the network though sharing information. You will be rewarded for it by getting more attention.
- #9 AS we've seen from the numbers I've already shared, 10s of millions of people use these social sites monthly. Certainly some more than others, but the trend line is going up. Populations of users on facebook are increasing in all agegroups. Twitter has experience astronomical growth. Chances are you have nascent networks in all of these places that are just waiting to be activated. People are blogging, commenting, tweeting, posting comments on facebook, posting videos, and they may already be talking about you, or the issues that are important to your organization. You need to be a part of that conversation. sites like Facebook, and Twitter, are trying to become the go to “social search”. I'd much rather know what my friends say about the news, a product, or an organization than what some cable news talking head, or far off reporter says. So i will search my network, or query my network first.
- #10 Now we will talk about some different types, or modes of “social media” in more dept
- #11 people, especially the mainstream media, seem to be all atwitter about twitter these days. You can't turn on CNN without seeing an anchor referring to or reading “tweets”. What exactly is it: short dispatches, limited to 140 characters. Ranging from the mundane, like what a person ate for lunch, to the profound: breaking news about the iranian election, and everything in between. It is a way to quickly and easily share thoughts, information, links to news or videos. Recommendations, questions, and conversation. You really have to get into twitter to fully understand it. Facebook also offers status updates which are very similar, not as constrained and live on your profile on facebook and are shared with all your facebook friends.
- #12 On Twitter, you can choose you want to follow, it is a one way relationship: you subscribe to them, there is not reciprocity by default, which is different from facebook. People can then choose to follow you back. On both platforms, the conversations that ensue are by default public, on facebook they are threaded, whereas on twitter they are not.
- #13 I'm sure that many of you often email links to websites to friends and colleagues. Email, is still for many, the killer app, and it works very well for sharing a link with a few friends. Social bookmarking basically shares your “links” or bookmarks with everyone, and in doing so a network effect emerges as sites get bookmarked by many people, tagged and categorized, the resulting database can then be searched, and the results are imbued with more human intelligence. I personally favor delicious, and use it every day for tagging bookmarks. Stumbled upon has a dedicated following as well. Google has a bookmarks tool, and there is also google notes which works with google reader and allows you to share items you find on the web via your google reader shared feed which we will talk about a little more later.
- #14 This is a list of my bookmarks in delicious tagged with “environment” At that red arrow you can see that 201 people have also tagged mongabay.com
- #15 Many sites offer a “share this” set of tools, as you can see here, there are links to share the page via a variety of websites and services.